Portfolio Marketing
Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.
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Insights
Blog
Honeywell’s GTM Transformation: What We Learned At B2B Summit
At B2B Summit North America 2026, I had the distinct privilege to interview Meredith Winczewski, CMO for industrial automation at Honeywell. It was an engaging conversation that unpacked the transformation she led: shifting from a product-centric to an audience-focused go-to-market (GTM) approach. The Breaking Point: When Product-Centric GTM Stops Working Honeywell’s transformation started with a familiar challenge: a complex portfolio of offerings to support with […]
Blog
Stop Replacing Traffic. Start Replacing Visibility.
AI answer engines are creating a visibility vacuum, forcing a shift from traffic to regaining insight, accountability, and alignment.
Save 10% On Our Technology & Innovation Forums This Summer
Register by July 31 to lock in summer advantage savings — 10% off your ticket to our Technology & Innovation Forums in Austin, New York City, or London. Turn ideas into action with frameworks and strategies you can use immediately.
Blog
Summit Attendees Get A GTM Readiness Reality Check
Attendance at our GTM transformation workshop in Phoenix underscored just how urgent the issue is. Here are a few of the key learnings.
Blog
What Does It Really Take To Go From Products To Platforms?
For years, B2B vendors have optimized individual products — adding features, updating interfaces, creating APIs — but have found they have too many products with too much overlap, limited reach, and slower growth. Today, platforms, not standalone products, are becoming the new basis of competition, making the transition from products to platforms and portfolios more […]
Blog
To Verticalize Or Not To Verticalize: Your GTM Climbing Guide
Verticalization is like climbing a mountain. Before you take a single step, you need clarity on the destination. Are you aiming for base camp — a lower‑commitment climb that signals relevance, gets you closer to buyers, and lets you learn the terrain with a manageable investment? Or are you preparing for the summit — committing […]
Blog
It’s Time To End Disconnected GTM Efforts
A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.
Blog
Make Smarter GTM Decisions With Intelligence At B2B Summit
Is your go‑to‑market (GTM) strategy still too product‑centric or “inside‑out”? Are critical GTM decisions being made without data? Are you targeting the same segments and buyers you always have just because you don’t know what might be better? If any of that sounds familiar, join Barbara Winters and me at our B2B Summit workshop, “Use […]
Save 10% On B2B Forum EMEA This Summer
Register by July 31 to lock in Summer Advantage savings — 10% off your ticket to B2B Forum EMEA (28–29 Sept, London). Leave with a plan to win in the GTM singularity as AI‑driven buyers rewrite the rules.
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Reinvent Buyer Personas And Journeys Using The Power Of AI
At B2B Summit, learn how to move beyond static frameworks and instead, develop dynamic, decision‑driving assets.
Blog
Your Mission: Build An Intelligence Network To Power GTM Success
Have you ever wondered what it takes to be an intelligent agent? Like James Bond or Emma Peel, always informed, decisive, and a step ahead? It’s not too late! Just as spies protect their country and increase global influence by uncovering enemy secrets, you can protect and grow your business by gathering market and competitive […]
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Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
Blog
Is AI Visibility Your 2026 Imperative? Learn How To Achieve It At B2B Summit
As B2B buyer research shifts to AI-powered answer engines, a new "visibility vacuum" is emerging. At B2B Summit North America, you'll learn how to overcome it.
Blog
Unlock The Zero‑Click Buyer Data Hiding In Your Bot Traffic
Business buyers are researching you long before they ever click on your site — and increasingly, they’re not clicking at all. Zero‑click behavior is surging, with buyers relying on answer engines and genAI tools as their first stop for gathering information, comparing vendors, and evaluating solutions. Marketers are stuck guessing how they influence buyers through […]
Save 10% On Security & Risk Forum This Summer
Register by July 31 to lock in summer advantage savings — 10% off your ticket to Security & Risk Forum (Nov 9–10, Washington, DC). Leave ready to act with real‑world security and risk frameworks.
Blog
Three Realities About B2B Buying Networks
B2B buying is more chaotic than it’s ever been — and buyers feel it. According to Forrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. As a result, buyers tap colleagues, communities, […]
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Watch now and learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
How HCLTech Won A Forrester B2B Programs Of The Year Award — And How Your Team Could Be Next
B2B marketers face growing pressure to produce personalized content that truly connects and resonates with buyers, and their organizations need smarter, faster, and more scalable ways to deliver this. Next week, we’ll publish a case study about HCLTech — a global technology leader — that demonstrates how delivering this type of content is possible when […]
Your AI Reset Starts Here — Turn Spend Into Customer Value
AI urgency is high, but customer experience is falling. Join B2B marketing, tech, and security leaders to rebalance AI spend toward measurable revenue and customer value.
Blog
B2B Buyers Make Zero-Click Number One
As buyers lean more on answer engines in their purchasing processes, marketers must evolve their content and messaging approaches to break through.
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The State Of Business Buying: Risk-Averse Buyers Demand Proof, Not Promises
Our latest Buyers’ Journey Survey of nearly 18,000 global business buyers describes a buying climate in which AI is everywhere, scrutiny is the norm, and trust is paramount. Read about the key findings and how organizations can succeed with today’s wary buyers.
Blog
Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
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